Aim: The aim of this study was to investigate the structure of social marketing within a collaboration between non-profit organisations (NPOs) and business organisations as well as whether this collaboration facilitates the process of social marketing for the NPOs. For this purpose, Austin and Seitanidi´s (2012a, 2012b, 2014) Collaborative Value Creation (CVC) framework was applied to social marketing as value outcome by combining it with Andreasen and Kotler´s (2003) model of the social marketing process in NPOs. Method: A qualitative study was conducted based on secondary and primary data. Hereby, primary data was gathered from a total of seven NPOs and twelve respondents across Sweden by the use of face-to-face and phone interviews. Result & Conclusions: Two main findings were identified in this study. Firstly, within the process of social marketing in a corporate-NPO collaboration the NPOs predominantly plan and design the campaigns independently. Hereby, it is shown that the NPO´s organisational model of operation influences the collaboration structure. Secondly, it is demonstrated that the corporate-NPO collaboration facilitates the NPOs social marketing process. Suggestions for future research: Further investigations of NPOs could be undertaken by distinguishing between their organisational model and area of operation in order to complement the presented theoretical model of the social marketing process in the corporate-NPO collaboration. Additionally, the perspective of business organisations could be considered. Contribution of the thesis: The present study contributes to literature by providing a theoretical model based of the social marketing process in the corporate-NPO collaboration. It demonstrates that this collaboration facilitates the social marketing process of the NPOs.

This diploma thesis addresses one of the modern marketing communication tools -- event marketing whose importance is steeply growing in these days not only abroad but also in the Czech Republic. The objective of this work is to analyze certain problems associated with event marketing involvement in the marketing communication mix of a company occurring in the business-to-business sector. The first part of the work is devoted to the theoretical introduction to different issues around event marketing. However, its main content is created by a view of the situation of the particular company -- MECAS ESI s.r.o. In this part I put emphasis on three event types, using them to carry out a deeper analysis with the aim to reveal their essential problems and to propose certain recommendations to the future. Regarding the applied methods, I use especially structured interviews with particular members of the company, further I gain some information also from a questionnaire survey carried out among event attendees and finally I complete these results with my own knowledge and experience from the company's environment. In the end I come to the conclusion that most of the problems are caused by the insufficient level of cooperation between the sales and marketing department.

The aim of my masters thesis is to evaluate the possibilities of using modern electronic and online tools for a better functioning of the company. The main focus will be placed on company information system. Any found weaknesses of the current information system will be removed and there will be design of countermeasures to improve the situation and to achieve the optimal business conditions. Part of this work will also be evalution of other online tools, that can help company with its promotion and e-marketing. This work is for better illustration applied on a particular company, but the general procedures and analysis can be genereally applied to small and medium businesses.

<p>U disertaciji je predložen model za upravljanje procesom eko<br />marketinga, delovanjem na 4S kriterijume uspešnosti (održivost, bezbednost, društvena prihvatljivost i zadovoljstvo proizvodom).<br />Razvijeni model je zasnovan na primeni alata LCA i Ekološki Ruksak<br />i ima formu upravljačkog algoritma. Model je sistematično predstavljen, integralno i kroz analizu mogućih scenarija primene.<br />Disertacija sadrži detaljan opis podloga na kojima je model razvijen. Verifikacija razvijenog modela je sprovedena kroz simulaciju izvršavanja algoritma na osnovu rezultata dobijenih primenom alata<br />na dva plastična materijala: PLA i PET.</p> / <p>The dissertation proposed a model for managing ecological marketing process by influencing on the 4S criteria of ecological marketing successfulness: Safety, Sustainability, Social acceptability and Satisfaction.<br />The developed model is based on the application of two tools: LCA and Ecological Rucksack and has a control algorithm form. Model is presented in a systematically way, integrally and through an analysis of possible scenarios of application. The dissertation includes a detailed description of the backgrounds on which the model was developed. Verification of the model is carried out through simulation of execution of algoritam based on the results obtained by applying selected tools on two plastics materials: PLA and PET.</p>

The goal of this thesis is to evaluate whether application of the model of marketing promotion in the Internet based on the concept of web-marketing mix 4S in a small organization, sales-oriented professional machines and equipment for carpentry, plumbing and metal fabrication shop can achieve synergy and formulated key performance indicators. To achieve this goal is necessary to identify and describe technologies, tools, procedures and processes based on literature and publications that are typical for internet marketing in a small and medium-sized companies, as the concept of internet promotion. The important part is to analyze the web-marketing mix 4S, which is a one of the possible variants of marketing mix. The 4S will serve as a base process model website promotion.

Marketing is a key function for all organizations and is seen as essential in order to achieve success when launching a new business. Following from the overwhelming amount of accessible data for companies, there exist an urge to understand what activities to include in the marketing process and how to manage them. Despite the vital role and the urge to further understand marketing, there is a lack of research about marketing in the small entrepreneurial business context that is encountered in startups. In addition, a call for further development of empirical research is identified in the business to business (B2B) and business to consumer (B2C) dichotomy. Therefore, the purpose of this study was to evaluate the marketing process used by B2B and B2C Software as a Service (SaaS) startups. This in order to contribute with understanding of the marketing process in the startup context and contribute with development of the research within the B2B and B2C dichotomy. This was done by conducting a multiple case study where the empire was collected from four SaaS startups either selling to consumers or businesses. The empirical findings of the study show that the customer type, being a consumer or a business, affects the marketing process. Both differences and similarities were identified between the marketing process applied in the B2B and the B2C startups. Due to different levels of knowledge within the companies and different complexity levels in the buying process differences were found in the evaluation, segmentation, targeting and positioning done by the B2B and the B2C startups. It was found that the B2B companies put in less effort into the market analysis and segmentation compared to the B2C companies. Historically the channels utilized were identified to be different between the segments. However, a trend towards similar targeting channels was identified since the B2B segment is moving towards using more inbound marketing, which already is the main approach applied by the B2C segment. The B2B segment was, compared with the B2C segment, also identified to put more emphasize on achieving a position within the market that radiates credibility. Furthermore, the marketing process was found to be approached differently in startups than what was suggested in literature due to the lacking attention given to the scare resources and the innovative environment of a startup. A suggestion was therefore provided of how the marketing process better could be adapted to the startup context by including a feedback loop, making the marketing process more iterative. / Marknadsföring är en nyckelfunktion för alla organisationer och ses som en avgörande framgångsfaktor vid uppstarten av ett nytt företag. Till följd av den överväldigande mängden data som många företag besitter finns det ett behov av att förstå vilka aktiviteter som ska ingå i marknadsföringsprocessen samt hur man på bästa sätt hanterar dessa aktiviteter. Trots marknadsföringens vitala roll och det identifierade behovet av ytterligare förståelse är det brist på forskning om marknadsföring inom det entreprenöriella småföretagskontext som påträffas i startups. Vidare identifierades ett behov för vidareutveckling av den empiriska forskningen inom business to business (B2B) och business to consumer (B2C) dikotomin. Syftet med denna studie var därför att utvärdera marknadsföringsprocessen som används av B2B och B2C startups som tillhandahåller mjukvara som en tjänst. Detta för att skapa ökad förståelse av marknadsföringsprocessen i startupkontexten, men även för att bidra i utvecklingen av forskningen inom B2B och B2C dikotomin. Detta gjordes genom en fallstudie där empirisk data samlades in från fyra startups som tillhandahåller en mjukvara som en tjänst och som antingen säljer till konsumenter eller till företag. De empiriska resultaten av studien påvisar att kundtypen, konsument eller företag, påverkar marknadsföringsprocessen. Både skillnader och likheter identifierades mellan marknadsförings-processen som används av startups som säljer till antingen konsumenter eller företag. På grund av olika kunskapsnivåer inom företagen och olika komplexitetsnivåer i inköpsprocessen identifierades skillnader i utvärderingen, segmenteringen, inriktningen och positioneringen som gjordes av B2B och B2C startups. Det påvisades att företagen som säljer till andra företag satsar mindre på marknadsanalys och segmentering jämfört med de företagen som säljer till konsumenter. Historiskt sett har olika marknadsföringskanaler använts av de två segmenten. En trend har emellertid identifierats mot användning av liknande kanaler, eftersom B2B segmentet rör sig mot att tillämpa inkommande marknadsföring, vilket redan är det huvudsakliga tillvägagångssättet som tillämpas inom B2C segmentet. B2B segmentet identifierades även, jämfört med B2C segmentet, lägga vikt vid att uppnå en position inom marknaden som utstrålar trovärdighet. Vidare visade sig marknadsföringsprocessen i startups skilja sig från vad som föreslogs i litteraturen, detta till följd av att litteraturen inte tar hänsyn till de bristande resurserna och den innovativa miljön som präglar en startup. Därför tillhandahålls ett förslag på hur marknadsföringsprocessen bättre kan anpassas till startupkontexten, detta genom att inkludera en återkopplingsslinga vilket resulterar i en mer iterativ marknadsföringsprocess.

Frågeställningar: Hur ser företags processer ut för att skapa innehåll till sociala medier? Hur engagerar sig konsumenter till innehåll som företag publicerat på sociala medier? Syfte: Det huvudsakliga syftet med studien är att beskriva och förklara företags processer för att skapa innehåll till sociala medier och analysera konsumenters engagemang till innehåll som företag publicerat. Studien syftar även till att tillhandahålla en konceptuell figur för hur förloppet att skapa, publicera och följa upp innehåll mellan ett företag och ett konsultbolag ser ut. Det avslutande syftet är att kunna ge rekommendationer till företag om hur de kan utveckla sitt användande av sociala medier som ett marknadsföringsverktyg. Metod: Studien hade en induktiv ansats med ett explorativt syfte. Undersökningen genomfördes med en kvalitativ metod. Data samlades in genom personliga intervjuer och genom en observationsstudie med en kompletterande intervju. En kvalitativ dataanalys utfördes för att analysera insamlad empirisk data. Resultat: Företags processer till att skapa innehåll är otillräcklig och det finns utrymme för förbättring. Det framkom även att konsumenter har ett större engagemang till innehåll som företag publicerat om konsumenternas vänner rekommenderat innehållet, om det är humoristiskt eller har ett välgörande ändamål. Teoretiskt och praktiskt bidrag: Det teoretiska bidraget är att utveckla processen till att skapa innehåll på sociala medier. Praktiska bidrag är i form av rekommendationer till företag angående hur de kan utveckla sitt användande av sociala medier som ett marknadsföringsverktyg. / Research questions: Do companies have processes to create content for social media? How do consumers engage in content that companies have published on social media? Purpose: The main purpose of this study is to describe and explain companies’ processes to create content for social media and analyze the consumers’ commitment to the content that companies have published. Another purpose is to provide a conceptual model for the course of creating, publishing and following up content between a company and a consulting firm. Finally we aim to give recommendations to companies about how they can develop their use of social media as a marketing tool. Method: The study has an inductive approach with an explorative purpose. The survey was performed using a qualitative method. The data was collected by means personal interviews and an observational study with an additional interview. This empirical data was analyzed using a qualitative data analysis. Results: The companies’ processes to create content are insufficient. The study also revealed that consumers have a greater commitment to content published by companies if their friends have recommended the content, if it is humoristic or related to charity. Theoretical and practical contributions: The theoretical contribution is to develop the process to create content on social media. The practical contribution is in the form of recommendations to companies about how they can develop their usage of social media as a marketing tool.

L’objectif de ce mémoire est d’évaluer l’adoption du marketing politique par les partis politiques québécois. Nous entendons par marketing politique une succession d’étapes intégrées (processus marketing) qui permet à un parti politique d’identifier un besoin chez l’électorat et de créer un produit visant à y répondre. Ainsi, à la question de recherche «Est-ce que les quatre principaux partis politiques québécois (Parti Québécois, Parti libéral du Québec, Coalition Avenir Québec et Québec solidaire) ont eu recours au marketing politique lors des élections provinciales de 2012 et de 2014? », nous posons l’hypothèse que le contexte québécois en 2012 et 2014 ne permettait pas aux partis politiques d’adopter une approche marketing au cours des campagnes. À cet égard, nous avons mené une étude qualitative basée sur des entrevues faites auprès des responsables des campagnes électorales de 2012 et 2014 pour chacun des partis. Notre collecte de données et notre analyse construite autour deux éléments (les acteurs du marketing politique et l’application qu’ils ont faite du processus marketing), nous ont permis d’infirmer notre hypothèse initiale et d’établir, faits à l’appui, que certains partis ont eu recours à l’approche marketing au cours des deux dernières élections alors que d’autres s’en sont tenus à l’approche publicitaire. / This dissertation studies the adoption of political marketing by the political parties in Québec. We hear by political marketing a succession of integrated steps (marketing process) which allows a political party to identify a need from the electorate and to create a product to answer it. Thereby, to the question, "Did the four main political parties in Québec (Parti Québécois, Parti libéral du Québec, Coalition Avenir Québec and Québec solidaire) used political marketing during the past provincial elections of 2012 and 2014?" we had the hypothesis that the Québec context, in 2012 and 2014, did not allow the political parties to adopt a marketing approach during their campaign. In this respect, we led a qualitative study based on interviews led with political campaign managers from each party, who worked during the past elections of 2012 and 2014. A collection of qualitative data and an analysis based on two elements (political marketers and the way they followed the marketing process) allowed us to counter our initial hypothesis and to establish that the some political parties used the political marketing during the elections of 2012 and 2014, while others focused on tactical marketing.

The topic of this thesis is to increase the competitive position of the firm Plastika a.s. with the help of creation a new marketing strategy for the next period of time. The analysis of the present marketing strategy is the base for it. The first part of this work is based on the theory. The second part introduces the company Plastika a.s.. There is carried out the analysis of the current situation which focuses on its present marketing strategy. The third suggestion part formulates the suggestion of the new marketing strategy for the next period of time which will lead to the improvement of the competitive position of the firm Plastika on the market.

The subject of this diploma thesis "The proposal of a marketing plan for a company specialized in information products" is to suggest a system based on the theoretical background that generates the marketing plan from the input data. The important requirement for this system is to respect the specialization of the company, which operates in the field of information products. The thesis contains the detailed proposal of a prototype system, in which the focus is on the user-friendliness and the complexity considering the scale of the issue analyzed. The proposal also contains the possibilities and the limitations which are the results from the mentioned solution. The proposed prototype is implemented successfully. The work also includes the demonstration of all implemented functions and the description of the improvements that lead to its use also in other areas of business than the market of information products.